Exploring, creating and delivering value to meet the needs of a target market while generating profit. This is the concept of marketing according to Philip Kotler, one of the leading experts on the subject, who considers marketing a science and an art. That is why the subject is so important for entrepreneurial education. It prepares students for having a business in the future entrepreneur by providing tools for them to understand the market in which they want to operate and create strategies for marketing their products and services.
“A person who studies Marketing in High School gets in the job market with a better perception and a more critical view of the market,” says Alexandre Vale, professor of Marketing Management at Sebrae’s Escola de Formação Gerencial (EFG).
At EFG, Marketing is taught to students in the 2nd year of high school, who also attend Business Administration. But even in schools where it is not possible to offer Marketing, it is possible to teach the core concepts with simple and practical activities, encouraging an entrepreneurial and innovative mindset in students. Learn five ways to teach Marketing for High School students:
Marketing is everywhere in students’ daily life. So the teacher can do something as simple as presenting real cases in order to teach concepts like strategic planning, market analysis, brand development and marketing mix.
That way, the student is able to understand the market dynamics, consumption and consumer behavior, including himself. Famous books on the subject provide some examples, such as Kotler and Armstrong’s “Marketing Principles.” It is also possible to find several websites on the Internet that present the latest cases.
Instead of presenting business solutions to students, how about asking them to apply marketing concepts to solve them? At EFG, Professor Alexandre Vale gathers an examining board to watch students presenting the strategies they have created. The best are ranked in 1st, 2nd and 3rd places.
The format resembles that of international competitions, which students are also encouraged to participate. Recently, Thais Bastos, a EFG student, was ranked in 3rd place in the Global Business Challenge, an event held in New York. Another similar initiative is held in Germany: the Global Enterprise Challenge.
Another strategy for teaching marketing is to ask students, individually or in groups, to map specific audience needs, think about possible products or services based on them, and create business models.
By creating a business model canvas, students can size what value proposition they want to offer, how they can create profit, and what structure is needed to create and maintain a business.
According to Alexandre Vale, a simple and playful activity that has a very good effect is to ask students to talks to their parents about brands that no longer exist. Along with that, they should also search for brands that were created in the year they were born and that also ceased to exist.
“Students realize that, due to various technological and legal aspects, things change and, with them, consumer behavior also changes. Then you can work on environmental analysis, political issues, environmental consumer behavior, among others” , he says.
Ideal for those who do not have a whole subject completely dedicated to Marketing, our last suggestion is to take packages of different products and explain why the labels and the actual package are made that way, what is behind high or low prices for similar products, and other reflections.
It is important to bring everyday products, such as candy boxes, water bottles, etc. The objects should go through the hands of every student, who can observe them closely and discuss them.
Did you appreciate the suggestions? You can apply them to your class or projects, in partnership with other teachers. The strategy helps students develop a critical view of consumption and sales that will be crucial to an entrepreneurial career.
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